Our marketing support packages don’t just deliver to the brief, they deliver beyond the brief
Our marketing support packages don’t just deliver to the brief, they deliver beyond the brief
“I can setup and manage Google Ads for myself – right?” Despite the amount of guidance available, to become a Google Ads expert takes time, training and a lot of experience. The difference of working with an expert is shown in the results, and that is just one of the reasons why Tubela Engineering started a hunt for a new marketing agency.
A family-run business that has been going for nearly 80 years, Tubela Engineering, supplies worldwide to hobbyists, mid-sized manufacturers, and large industry projects. With deep technical knowledge of everything tube and pipe bending related, Tubela wanted to increase their visibility to prospects and humanise their services.
Their primary focus was to find a Google Ads expert to take over their campaigns from an existing agency. There were over 40 campaigns live, some with budgets of less than a £1 daily limit, which meant there was a lot of management but very few results. The few leads that were being generated were also not from their target market. This is a common pitfall with Google Ads, and the team at Tubela realised they needed Google Ads experts to fix it and deliver results.
Fundamentally, they wanted a flow of inbound leads and neither the Google Ads nor the website via organic search met this objective. Our brief was to increase visibility and grow the business.
The first step was to conduct a comprehensive site audit of the website. As an agency, we have access to industry-leading tools that enable us to review and audit websites similar to the way Google’s bots do.
From that audit, we found over 500 errors on site. These were a mixture of background technical issues (that would make it hard or confusing for Google to index the website in the search results) and front-end issues such as broken links, slow page speed, lack of content and more.
Before actively driving traffic to the website, we fixed these issues, therefore ensuring we gave Tubela the best chance of converting prospects into leads.
The second element of our work has been content development. A mixture of SEO-led blog content (which is ongoing) and FAQs. The blog content plan came from in-depth research into the keywords prospects use and the questions they have about tube and pipe bending. The FAQs are all about the different machinery and options available, in human-language.
The third element of our work uses our Google Ads expertise to significantly improve their performance. We reviewed performance data and consolidated campaigns from the original 40 down to 3, which then contained just 9 ad groups – each with a sufficient budget to be able to appear in the search results for relevant enquiries.
Website performance has significantly improved with the number of errors dropping to just 25 on the latest audit. This means Google bots can better understand and ‘read’ the site which means it can index and rank it. Additionally, the site is more user-friendly for prospects with a faster page speed, better internal connections, and more useful content.
As Google Ad experts, we are used to un-muddling campaigns and improving their efficiency and effectiveness, and that is precisely what we have done for Tubela!
Comparing year-on-year performance, clicks are up 117%, impressions are up 331%, the average cost per click is down £0.20 and conversions are up 60% – all for the same spend!
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Growth by Design Team